ITV in bid to ditch children's afternoon programmes

ITV is looking to ditch children's programmes from its afternoon schedule in a bid to woo quiz show audiences.

The network has begun lobbying Ofcom, the broadcasting regulator, to slash the quantity of children's output it is required to show on its main channel from eight hours a week to just two.

Moreover, it wants to relegate even that rump public service requirement to the weekends - freeing up ITV1's weekday afternoons for a ratings battle with Channel 4's hit quiz shows, Countdown and Deal or No Deal.

The move comes as ITV1 suffered its worst-ever monthly ratings in July as viewers showed their disdain for the likes of Love Island and It's Now or Never, which was pulled after just one episode, by switching channels.

ITV1's children's programming is watched by only eight percent of the available audience and struggles in the fiercely competitive teatime ratings battle.

In its bid to persuade Ofcom, the broadcaster argues that most children now watch television on specialist children's channels - such as ITV's own CITV, the BBC's Cbeebies or Nickelodeon - meaning it is no longer necessary to have a block of children's programming every afternoon on ITV1.

However any reduction in ITV's output will be controversial. Children's programming has long been regarded as an integral part of the terrestrial broadcaster's public service remit, and there will be fears that by ditching it from the main channel it could become marginalised and starved of investment.

The latest lobbying initiative comes just 17 months after Ofcom already agreed to cut ITV's children's obligations from 11 and a half hours a week to the current eight.

At the same time, pressure has been mounting on chief executive Charles Allen to step aside amid criticism that - while an effective manager - he lacks the creative leadership to revive ITV's fortunes.

According to provisional figures, ITV1's monthly audience share slumped to 16.7 percent in July - down more than 1.5 percent year-on-year - making it the channel's worst month on record.

Meanwhile, the company's share price has been languishing below 100p, compared to the 130p a share offered by a consortium backed by Greg Dyke just five months ago.

The broadcaster's determination to reduce its children's programming has been compounded by demands to curb - and possibly prohibit - junk food advertising on television.

Ofcom is currently drawing up proposals on the issue but TV executives believe any restrictions will render commercial children's television economically unviable.

In June, ITV announced that it was closing its inhouse children's programming-making department with the loss of 50 jobs.

As well as looking to reduce the number of hours of programming it has to show on ITV1, one option being proposed would see the channel moving all its kids content out of weekdays and into the weekend schedule.